Quaker Harvest Chewy Bars: How advertising established the leading personality in an emerging market

1986-88 launch of Quaker Harvest Chewy bar, creative strategy described. TV launch in 1986 in London only before national roll out in 1987-8. Sales target was achieved in the first year. Without cannibalising Harvest Crunch. Paper looks at how the advertising worked and argues that it can be attributed to 21% brand sales.